SaaS Explainer Video Case Study: Expend 2D Animation
Expend, a London-based SaaS expense management platform, partnered with Rune Films to create a 2D animated explainer video designed to simplify a complex product, improve audience understanding and support marketing performance across digital channels.
With multiple user types, features and workflows, the challenge was not capability. It was clarity.
The Challenge
Expend offers a powerful platform with a wide range of features, serving business owners, finance teams and employees.
The complexity created a common SaaS problem.
Too much to explain.
The video needed to:
simplify multiple product features into a clear message
communicate value quickly to different user types
work across website, social and marketing campaigns
drive engagement without overwhelming the viewer
A traditional feature-led video would risk losing attention before delivering value.
The Approach
strategy
Creative
The focus was clarity over completeness.
Rather than explaining every feature, the video was structured around a simple narrative that demonstrated how the platform works in real-world scenarios.
The goal was to help viewers quickly understand the product, not exhaustively document it.
A character-led storytelling approach was used to represent different user perspectives:
business owner
accountant
employee
This allowed the platform’s benefits to be shown through relatable scenarios rather than abstract explanation.
The tone was clean, modern and accessible, ensuring the video appealed to a broad professional audience.
Production
The video was developed as a fully custom 2D animation, including:
script development focused on clarity
storyboard planning for pacing and structure
bespoke illustration and motion design
voiceover and sound design
In addition to the core video, multiple cut-downs were created for use across social media and digital campaigns.
The Outcome
The video delivered strong performance across digital channels:
88,800+ views
1,400+ hours of total watch time
0:55 average view duration
92% audience retention
The content helped improve product understanding, supported marketing activity and provided a scalable asset for ongoing use.
Why This Worked
Clarity over complexity
The video focused on what matters most to the viewer, not every feature.Multi-audience storytelling
Different user perspectives made the platform relevant to multiple stakeholders.Designed for real-world use
The content was built for website, social and campaign environments from the start.High retention through simplicity
A clear narrative structure kept viewers engaged throughout.
2D animation production
Script development
Storyboarding and creative direction
Illustration and motion design
Voiceover and sound design
Social cut-downs
Multi-platform delivery
Project Scope
“The creativity shown helped us visualise how to make the video most effective. Rune Films took our initial ideas and elevated them into something far more engaging than we expected. We would absolutely recommend working with them.”
Client Feedback
Looking to create a SaaS explainer video? Get in touch.
If you’re looking to simplify a complex product and improve how your audience understands it, we help SaaS companies create video content that delivers clarity, engagement and measurable impact.
Get in touch to discuss your project.
Frequently Asked Questions
What makes a SaaS explainer video effective?
A strong SaaS explainer video focuses on one clear problem and shows how the product solves it. The most effective videos prioritise clarity over listing every feature.
How long should a SaaS explainer video be?
Most high-performing explainer videos are between 60–90 seconds. This allows enough time to communicate value without losing attention.
Is animation better than live action for SaaS?
Animation is often more effective for SaaS products because it allows you to clearly visualise software, workflows and abstract concepts.
Can one video be used across multiple platforms?
Yes. A well-planned explainer video can be adapted into multiple formats including social cut-downs, landing pages and paid advertising.